by Marvin Joles
If you own or manage an asphalt paving or asphalt maintenance company, you already know that reputation matters. Customers want to know that the contractor they hire is experienced, professional, dependable, and capable of doing the job right.
Today, one of the best places to demonstrate those qualities is social media.
Recently, I helped coach an equipment manufacturing company on some simple steps they could take to improve their social media marketing. As we worked through the process, I realized these same strategies apply directly to asphalt paving and maintenance companies.
The good news? You can start doing all three of these things right now.
1. Update and Complete Your Profiles
Take a few minutes and look at your company’s social media profiles as if you were a potential customer seeing them for the first time.
Is your profile complete? Does it have a current logo, professional photos, an accurate description of what you do, your location, contact information, and a clear way for someone to visit your website or place an order?
Your social media profile is often the first impression someone has of your company. Make sure it represents the business you want people to hire.
Also, keep your information consistent across platforms. Your Facebook, Instagram, LinkedIn, and other profiles should all tell the same story and make it easy for someone to take the next step.
Don’t make potential customers hunt for you.
2. Show Your Work, and I Mean More Than Projects
Of course, you should post photos and videos of your paving, sealcoating, striping, repair, or maintenance projects. People want to see what you can do.
But “show your work” means much more than showing finished pavement.
Show your involvement in the community. Highlight awards and accomplishments. Introduce your employees. Celebrate certifications and milestones. Show new equipment arriving at your shop. Explain why you invested in a newer paver, skid steer, roller, or other piece of equipment and how that investment benefits your customers.
These posts help answer an important question every potential customer has: “Why should I hire you instead of someone else?”
Your social media should demonstrate that you are an expert, that you care about your community, that you invest in your people and equipment, and that you take pride in doing the job right.
Don’t just tell people you’re the best. Give them evidence.
3. Collaboration Is Key
One of the easiest ways to expand your audience is to work with the audiences you already have access to.
When you complete a commercial project, tag the customer on every social media platform where they have a profile. And when the platform allows it, invite them to be a collaborator on the post.
Why is this important?
Your company may have hundreds or thousands of followers, but your customer has their own network of employees, customers, vendors, friends, and business connections. When they interact with or collaborate on your post, your work has the opportunity to be seen by people who may have never heard of your company.
That is the power of collaboration. You’re not just showing your work to your audience — you’re opening the door to someone else’s audience, too.
In closing, social media marketing doesn’t have to be complicated or expensive. Start by making your profiles professional, show the world what makes your company different, and collaborate with the customers and businesses you serve.
Do those three things consistently, and you’ll build more visibility, credibility, and opportunities for your business.
If you have questions or would like to talk about how these ideas could work for your company, reach me anytime at marvinjoles@gmail.com.
Asphalt is Opportunity.
—Marvin
Marvin Joles is the owner of Wis-Coat Asphalt Maintenance. Visit his website at https://marvinjoles.com.
